oligopoly. We find that in the short run, i.e. when the number of firms in both markets is exogenous, the results concerning tax … overshifting of both taxes is more likely to occur and is more pronounced under upstream oligopoly. As a result of this, a tax … short run while this is not true for the ad valorem tax in the long run. We show that it is normally more efficient to tax …

economic theory prescribes that the advertising volume can be optimally reduced by levying a tax on ads. However, making use of … counterproductive. In particular, we identify a number of situations in which ad-adverse consumers are negatively affected by the tax …, and we even show that the tax may lead to higher ad volumes. This unorthodox reaction to a tax may arise when consumers …